Mention a detail about them, or something in your life that reminded you of them. If writing it feels awkward, they may not be an A.
The idea
Your top relationships deserve your real voice, and there are only two ways in. Reference something personal about them, or something from your own life that made you think of them. Let the feeling you want to create guide the message, and don't worry about the response.
How to do it
Pick one A this week.
Recall one personal detail: a kid's obsession, a habit, a hobby, something they told you.
Or notice something in your day (a store, a restaurant, a passage in a book) that brought them to mind.
Send it and let go. You're only responsible for your actions.
Example
When you helped a family buy their house, their two-year-old was really into Legos. Now you walk past the Lego store in the mall. That's the message. Or you're reading a book and hit a passage that makes you think of a client: screenshot it and send it.
Script
"Hey, I passed by the lego store in the mall and thought of you. How is your son doing, is he still really into legos?"
"Hey, I just saw a new restaurant opened up downtown and thought you might be interested in checking it out."
Watch out for
The awkward test. If you can't think of anything personal, or writing it feels forced, that's a signal. They may not really be an A.
Sources
From Zvi's coaching program
Related frameworks
A/B/C Spheres: Sort everyone into three tiers by gut feeling (love, like, don't know) and spend more time on A's than B's, and more on B's than C's.
Filter and Sort: Filter to one tier, sort by last contacted with the oldest first, and reach out to the names at the top without cherry-picking.
Anything But Business: When you reach out to your sphere, talk about anything except your business. Show you care, and skip the reminder of what you sell.
The Pre-Send Checklist: Before you send, ask what you want them to feel, whether you need a reply, how you'd react getting it, and whether you'd be proud passing them in the hall.